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Subject category: Marketing
Published by:
El Izi Communications Consultancy UK Ltd (2019)
20 minutes
Data source:
Field research
File size 1.25GB. Click for more information.


Usually we read about success stories of international brands and how they became market leaders in new markets they entered. In this case, we will be analyzing a local brand from an emerging country, competing in a highly competitive market against well-known international brands, and continuing to be the market leader in the baby care category since 1983. Dalin was launched in Turkey in 1983 as a 'baby shampoo with no more tears' positioning. In this video case, Sibal Caglar, Dalin Marketing Director explains how Dalin as a local brand has been competing with international brands over the years; while still dominating the baby hair care category with a 48% market share in 2017. In the case we will study brand equity as put forward by Prof D Aaker and how Dalin has been making use of each and every element of brand equity in its branding efforts.


Competion; Brand equity; Marketing; International markets; Emerging markets; Turkey; Dalin; Baby care

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